Kitap 3
10.4
Of necessity, therefore, all style and enthymemes that give us rapid information are smart. This is the reason why superficial enthymemes, meaning those that are obvious to all and need no mental effort, and those which, when stated, are not understood, are not popular, but only those which are understood the moment they are stated, or those of which the meaning, although not clear at first, comes a little later; for from the latter a kind of knowledge results, from the former neither the one nor the other.The meaning is: the two kinds of enthymemes mentioned last do convey some information, whereas the superficial enthymemes teach nothing, either at once, or a little later, when reflection has made the meaning clear.
10.5
In regard to the meaning of what is said, then, such enthymemes are popular. As to style, popularity of form is due to antithetical statement; for instance, accounting the peace that all shared to be a war against their private interests,Isoc. 5.73. where war is opposed to peace;
10.6
as to words, they are popular if they contain metaphor, provided it be neither strange, for then it is difficult to take in at a glance, nor superficial, for then it does not impress the hearer; further, if they set things before the eyes; for we ought to see what is being done rather than what is going to be done. We ought therefore to aim at three things—metaphor, antithesis, actuality.
